企業(yè)品牌與產(chǎn)品品牌的協(xié)同關(guān)系研究
發(fā)布時(shí)間：2018-07-24 17:04
【摘要】： 企業(yè)品牌與產(chǎn)品品牌之間具有非常緊密的聯(lián)系。在營(yíng)銷活動(dòng)中,企業(yè)品牌為產(chǎn)品品牌進(jìn)行背書(shū),而產(chǎn)品品牌是企業(yè)品牌成長(zhǎng)的基礎(chǔ)。從品牌發(fā)展階段的情況看,傳統(tǒng)產(chǎn)品品牌與服務(wù)品牌已經(jīng)上升到了企業(yè)品牌的層次,國(guó)內(nèi)外學(xué)者越來(lái)越重視對(duì)企業(yè)品牌內(nèi)涵的研究和建設(shè),而且企業(yè)在進(jìn)行品牌建設(shè)和傳播時(shí)也更注重企業(yè)品牌與產(chǎn)品品牌之間的關(guān)系。挖掘兩者之間如何產(chǎn)生協(xié)同關(guān)系的過(guò)程,分析兩者交互發(fā)展的一些影響因素和應(yīng)對(duì)措施,達(dá)到“1+1＞2”的協(xié)同效應(yīng),非常有意義。本文的研究目的是在剖析企業(yè)品牌與產(chǎn)品品牌關(guān)系的基礎(chǔ)上,結(jié)合管理學(xué)、品牌學(xué)、營(yíng)銷學(xué)、協(xié)同理論等知識(shí),從企業(yè)品牌與產(chǎn)品品牌的建設(shè)過(guò)程中挖掘兩者之間的關(guān)聯(lián)資產(chǎn),并適當(dāng)引入?yún)f(xié)同理論,找出兩者產(chǎn)生協(xié)同關(guān)系的機(jī)理,并提出培養(yǎng)兩者之間協(xié)同關(guān)系的一些建議,為企業(yè)有效地結(jié)合、運(yùn)用和管理自己的隱形資產(chǎn)——企業(yè)品牌與產(chǎn)品品牌提供一定的依據(jù)。 企業(yè)品牌與產(chǎn)品品牌的協(xié)同關(guān)系涉及到企業(yè)品牌的建設(shè),又關(guān)系到品牌之間協(xié)同作用對(duì)企業(yè)和產(chǎn)品的影響。論文運(yùn)用規(guī)范研究和案例研究相結(jié)合的方法。在對(duì)現(xiàn)有相關(guān)文獻(xiàn)的梳理與提煉的基礎(chǔ)上,構(gòu)建出了企業(yè)品牌與產(chǎn)品品牌協(xié)同關(guān)系的概念模型。然后分析了兩者協(xié)同關(guān)系的影響因素,以及建立協(xié)同關(guān)系后得到的協(xié)同效應(yīng)。最后,針對(duì)聯(lián)想集團(tuán)通過(guò)案頭調(diào)研和實(shí)地調(diào)研相結(jié)合的方法,對(duì)其品牌架構(gòu)進(jìn)行了檢核,并提出了相應(yīng)的對(duì)策建議。 通過(guò)研究,論文得出了以下主要結(jié)論:從價(jià)值鏈角度來(lái)看,企業(yè)品牌和產(chǎn)品品牌的建設(shè)管理過(guò)程可以看作是品牌建設(shè)的價(jià)值鏈,兩者的價(jià)值實(shí)現(xiàn)都需要調(diào)動(dòng)企業(yè)內(nèi)部的各種資源。從這個(gè)意義上導(dǎo)出了企業(yè)品牌與產(chǎn)品品牌協(xié)同關(guān)系概念模型:企業(yè)品牌和產(chǎn)品品牌建設(shè)過(guò)程中有可以共享的關(guān)聯(lián)資產(chǎn),在對(duì)關(guān)聯(lián)資產(chǎn)的挖掘和共享的基礎(chǔ)上建立起兩者之間的協(xié)同關(guān)系。它們的協(xié)同關(guān)系有三種表現(xiàn)形式,由內(nèi)到外分別為組織協(xié)同、形象協(xié)同和市場(chǎng)協(xié)同。為了取得這種協(xié)同關(guān)系企業(yè)內(nèi)部需要提供資源、制度、組織內(nèi)部關(guān)系協(xié)調(diào)等支撐條件的保證。而在整個(gè)協(xié)同關(guān)系的建設(shè)過(guò)程中,要考慮到市場(chǎng)力量、企業(yè)戰(zhàn)略、組織結(jié)構(gòu)等因素的影響。最后,當(dāng)這種協(xié)同關(guān)系達(dá)成之后,將會(huì)產(chǎn)生企業(yè)所希望得到的協(xié)同效應(yīng)——品牌形象的提升、品牌價(jià)值的提高、市場(chǎng)績(jī)效的增加。
[Abstract]:Enterprise brand and product brand have very close relation. In marketing activities, enterprise brand endorsement for product brand, and product brand is the foundation of enterprise brand growth. From the stage of brand development, traditional product brands and service brands have risen to the level of enterprise brands, and scholars at home and abroad have paid more and more attention to the research and construction of the connotation of enterprise brands. And the enterprise also pays more attention to the relationship between the brand and the product brand when carrying on brand construction and communication. It is of great significance to excavate the process of how to produce the cooperative relationship between the two, to analyze some influencing factors and countermeasures of their mutual development, and to achieve the synergetic effect of "11 > 2". On the basis of analyzing the relationship between enterprise brand and product brand and combining the knowledge of management, branding, marketing and cooperation theory, the purpose of this paper is to excavate the related assets between enterprise brand and product brand during the process of building them. And appropriate introduction of coordination theory to find out the mechanism of synergy between the two, and put forward some suggestions to cultivate the cooperative relationship between the two, for enterprises to effectively combine, Use and management of their own invisible assets-corporate brands and product brands to provide a certain basis. The synergetic relationship between enterprise brand and product brand involves the construction of enterprise brand and the influence of synergy between brands on enterprise and product. The paper uses the method of combining normative research and case study. On the basis of combing and refining related literatures, a conceptual model of collaborative relationship between enterprise brand and product brand is constructed. Then, the influencing factors of the cooperative relationship and the synergistic effect after the establishment of the synergistic relationship are analyzed. Finally, the paper reviews the brand structure of Lenovo Group through the combination of desk research and field research, and puts forward the corresponding countermeasures and suggestions. The main conclusions are as follows: from the perspective of value chain, the management process of enterprise brand and product brand can be regarded as the value chain of brand building. Both value realization needs to mobilize the various resources within the enterprise. In this sense, the conceptual model of collaborative relationship between enterprise brand and product brand is derived: there are associated assets that can be shared in the process of enterprise brand and product brand building. Based on the mining and sharing of associated assets, the cooperative relationship between them is established. There are three forms of synergy, from internal to external, which are organizational synergy, image synergy and market synergy. In order to achieve this kind of cooperation, enterprises need to provide resources, systems, internal relations coordination and other supporting conditions. In the process of building the cooperative relationship, the influence of market forces, enterprise strategy and organizational structure should be taken into account. Finally, when this kind of synergy is achieved, it will produce the synergetic effect that the enterprise wants-the promotion of brand image, the improvement of brand value and the increase of market performance.
【學(xué)位授予單位】：北方工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2
本文編號(hào)：2142058
[Abstract]:Enterprise brand and product brand have very close relation. In marketing activities, enterprise brand endorsement for product brand, and product brand is the foundation of enterprise brand growth. From the stage of brand development, traditional product brands and service brands have risen to the level of enterprise brands, and scholars at home and abroad have paid more and more attention to the research and construction of the connotation of enterprise brands. And the enterprise also pays more attention to the relationship between the brand and the product brand when carrying on brand construction and communication. It is of great significance to excavate the process of how to produce the cooperative relationship between the two, to analyze some influencing factors and countermeasures of their mutual development, and to achieve the synergetic effect of "11 > 2". On the basis of analyzing the relationship between enterprise brand and product brand and combining the knowledge of management, branding, marketing and cooperation theory, the purpose of this paper is to excavate the related assets between enterprise brand and product brand during the process of building them. And appropriate introduction of coordination theory to find out the mechanism of synergy between the two, and put forward some suggestions to cultivate the cooperative relationship between the two, for enterprises to effectively combine, Use and management of their own invisible assets-corporate brands and product brands to provide a certain basis. The synergetic relationship between enterprise brand and product brand involves the construction of enterprise brand and the influence of synergy between brands on enterprise and product. The paper uses the method of combining normative research and case study. On the basis of combing and refining related literatures, a conceptual model of collaborative relationship between enterprise brand and product brand is constructed. Then, the influencing factors of the cooperative relationship and the synergistic effect after the establishment of the synergistic relationship are analyzed. Finally, the paper reviews the brand structure of Lenovo Group through the combination of desk research and field research, and puts forward the corresponding countermeasures and suggestions. The main conclusions are as follows: from the perspective of value chain, the management process of enterprise brand and product brand can be regarded as the value chain of brand building. Both value realization needs to mobilize the various resources within the enterprise. In this sense, the conceptual model of collaborative relationship between enterprise brand and product brand is derived: there are associated assets that can be shared in the process of enterprise brand and product brand building. Based on the mining and sharing of associated assets, the cooperative relationship between them is established. There are three forms of synergy, from internal to external, which are organizational synergy, image synergy and market synergy. In order to achieve this kind of cooperation, enterprises need to provide resources, systems, internal relations coordination and other supporting conditions. In the process of building the cooperative relationship, the influence of market forces, enterprise strategy and organizational structure should be taken into account. Finally, when this kind of synergy is achieved, it will produce the synergetic effect that the enterprise wants-the promotion of brand image, the improvement of brand value and the increase of market performance.
【學(xué)位授予單位】：北方工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2
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，本文編號(hào)：2142058
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